This research article investigates the relationship between people marketing strategies and user satisfaction within university libraries in central Uganda. Given the increasing competition among academic libraries for user engagement and service delivery, understanding how people-oriented marketing approaches can enhance user satisfaction becomes crucial. The objectives of this study are: to analyze the people marketing strategies employed by selected university libraries, assess user satisfaction levels, explore the relationship between marketing strategies and user satisfaction, and determine the influence of these strategies on the overall satisfaction of library users. A mixed-methods approach was used, involving quantitative surveys and qualitative interviews. Findings indicated a positive (0.185-0.509) and significant (P≤0.01) correlation between effective people marketing strategies and higher user satisfaction levels. Staff availability (12.463, P≤0.009), capacity to guide users (3.583, P≤0.000) communication skills (0.605, P≤0.001), effective rapport with users (37.351, P≤0.058), and support in utilization of new technologies (3.283, P≤0.007), among others, were the major determinants of user library satisfaction. The study therefore emphasized the need for library administrations to adopt comprehensive marketing approaches focusing on interpersonal relationships and user-centric services. Keywords: People marketing strategy, user satisfaction, and university libraries.

Nkumba University, School of Business Administration